When The Avenue team decided to pop up again, Idea Garden was behind the charge. This time, the team would take the pop up concept to the next level, creating a full-service "Pop-Up Diner" by taking over a cafe after hours. This required a lot more work on our behalf than the first pop-up series as we had to scout a location, negotiate a deal with them and then find a way to fill a space that was almost triple the size, while maintaining top-notch food and service quality.
Our first instinct was to approach a cute cafe named Miam in Wynwood, Miami's urban art district, and after scouting a few other locations it was clear that we were right. Once the dates and space rental agreement were confirmed, we moved full force into promotions.
First, we created a full print campaign that included multiple types of signage and flyers that took over the Miam space and were distributed throughout Wynwood and at The Avenue events. Then, we took to email and social media to reach out to our supporters and get help from influencers.
The influencer strategy was incredibly successful. We secured the support of 7 food and lifestyle bloggers with a combined following of over 150K. Their support resulted in over 530K impressions over the course of 2 weeks, which is a lot for a little concept like ours. So much so that we gained over 400 followers on instagram alone. In addition to this, our own promotions reached over 23.5K in social media, generating over 1100 likes on pop up content.
The "Pop Up Diner", which consisted of 2 nights of 4-course dinners, ended up selling out on Friday night and almost reached capacity on Saturday night. In addition to the bloggers in attendance, we also had 2 high-profile food writers and 1 lifestyle reporter that joined and were incredibly happy with the experience. Overall the event was a great success and we were already getting requests to do the next one before dessert had been served.